‘Customer first’ or ‘customer centric organisation’ are buzz words being used a lot within businesses right now, but how many actually embrace this approach? According to cbinsights.com, 42% of startups fail because there is not a market need, and 14% because the customers are ignored.
Before embarking on any communications, it’s essential for businesses, and their representatives, to have a complete understanding of their customers.
To create a strategy, it’s important to distinguish between the decision-makers, the beneficiaries (or users) and all other stakeholders and influencers in the buying process. Regardless of the proposition being B2B or B2C, there is rarely just one target customer.
Each of these audiences will be thinking about different things. They will have different motivations for purchase and be trying to answer different challenges. They will experience the decision differently, receive information differently, engage differently and be reached through different channels. To achieve a clear, strong message that demonstrates the benefits, each target customer will need to be addressed (you guessed it)….. differently.
Customer targeting identification forms an essential part of the Go-To-Market or marketing strategy and aims to put the customer at the heart of the value proposition, marketing plan and the release of any campaigns.
Through thorough research into the market and customer, Tidal Marketing will clearly articulate all you need to know about your customer and the market-need, along with the touch-points and the best way to reach the audience for maximum impact. We will identify the early market and customers for the proposition, and then an extension market for growth.
If you are launching a new product or service, we would suggest this research is carried out alongside the full ‘Go-To-Market’ strategy, but we are happy to discuss your requirements in confidence. Feel free to contact us using the form below.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
Laura Warren, Digital Marketing Manager, MyLondonHome